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車商如何玩轉私域流量？

新聞動態 經銷商管理系統  瀏覽：2099 發布時間：2019/11/28

<section style="font-size: 15px; letter-spacing: 2px; line-height: 1.8; padding-right: 5px; padding-left: 5px; color: rgb(51, 51, 51); box-sizing: border-box; text-align: justify;"><section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; width: 50%; box-sizing: border-box;"><section style="text-align: right; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><br/></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">結束了28年的快速增長后，一路高歌猛進的中國車市進入結構性調整階段，從2018年開始持續低位運行。作為車市晴雨表的汽車經銷商最先感受到了“車市寒冬”的威力，以前有車就能賺錢，客戶自己找上門來的“躺贏”時代一去不復返。據中國流通協會數據統計，2019年，僅有不到三分之一的汽車經銷商能夠盈利，有些地理位置較差的經銷商甚至可以用“門可羅雀”來形容。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; border-color: rgb(185, 209, 243); border-width: 0px; border-radius: 0px; border-style: none; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/3a37e407c712bb2b7fa0ff7b06ae3d31-sz_17905.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">雖然新車銷售帶來的利潤逐年下降，但新車銷售收入占總體收入比重仍然超過8成，是經銷商的核心收入來源。在新車銷售中，獲客又是最重要的環節，經銷商在這一領域的投入力度之大，甚至間接成就了一批汽車垂直媒體。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">以汽車之家和易車為代表，其經銷商會員服務費已經占到了總收入的50%以上。浙江某經銷商集團負責人介紹，該集團每年在汽車之家會員平臺的投入就高達4000萬。由此可以看出，經銷商獲客渠道存在明顯的平臺依賴性，當平臺的線索量和線索質量明顯下滑的時候，經銷商除了抱怨之外，幾乎沒有招架之力，可以說是極其“被動”的。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">面對競爭日益激烈的中國汽車市場，傳統的粗放式經營已經不再適用于當前的環境，經銷商都在積極探索轉型升級之道，如何利用數字技術手段進行精細化管理，賦能營銷，成為一個大家共同思考的問題。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">01</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">經銷商要不要建立自己的營銷平臺？</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">如果說主機廠的營銷是提升品牌的知名度，加強車型USP認知的話，那么經銷商的營銷就更務實一些，目標就是為了給店端帶來線索、到店直至成交。由于汽車垂直媒體上聚集了大量的潛在購車用戶，經銷商們不約而同地把營銷重心都放在了垂直媒體上，成為購車線索的主要來源。據汽車之家統計，每年可以為經銷商提供上億條線索，平均單店的線索成交率在8%左右。 <br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">隨著線上獲客成本的不斷上升，經銷商的營銷支出越來越大，尤其是在車市不佳的情況下，帶來了極大的經營壓力。一個殘酷的現實是：經銷商沒有掌握營銷的主動權，沒有自己的營銷主戰場，沒有盤活大量的車主資源，有的只是不斷上漲的線索成本，和越來越差的活動轉化率。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這樣的局面該如何扭轉？垂直媒體等一些互聯網平臺依舊是當下購車線索的主要來源。但在此基礎上，<strong style="box-sizing: border-box;">經銷商需要建立自己的營銷陣地，積蓄自己的“私域流量”</strong>。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" data-ratio="0.5333333" data-w="1080" src="https://img.xiumi.us/xmi/ua/25Cws/i/76f13e98a7caadd1415e2f6b8a82fc82-sz_394222.jpg?x-oss-process=style/xmorient"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">其實，集團或是單店的微信公眾號就是一個很好與客戶鏈接的平臺。微信作為社交必備工具，擁有超過10億的龐大用戶量，幾乎可以覆蓋所有的車主和潛客。只要推送的內容或者活動有足夠吸引力，比如提供豐富的線上自助預約服務，他就會持續關注。我們按照一家店一年賣1000臺車來估算，一家經營5年的4S店就擁有5000名車主，這是一個非常龐大的精準客戶群體，5000個車主有多少售后保養需求？有增值業務要辦？有多少老帶新、轉介紹？如果能把這些客戶都綁定在門店的微信平臺上，就建成了一個低成本高質量的商機線索池。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">02</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">經銷商如何利用數字技術來做營銷？</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">建立了平臺，還需要一套完善的營銷推廣和服務工具做承載，讓經銷商與客戶之間可以時刻保持互動，在這里我推薦車商悅的微信CRM工具。<br style="box-sizing: border-box;"/></p></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/19f71bc35794d201e10679e51b301b94-sz_73793.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">車商悅微信CRM能為經銷商提供大量的圖文模板和活動工具，例如：抽獎大轉盤、新車眾籌、老帶新推薦有禮等，創建一個活動也很容易。對于車主來說，微信CRM提供線上預約保養、維修，一鍵救援，保單查詢，保養到期提醒、一對一顧問服務等眾多功能，愛車信息盡在掌控。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">此外，微信CRM還可以支持自建商城和新車展廳，直接把線下4S搬到了線上，支持客戶隨時隨地看車，詢價，打破時間與空間的限制，極大地豐富了公眾號內容。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">最硬核的是，微信CRM還具有客戶分類管理功能，根據客戶屬性，可以分為：車主、會員、潛客、普通粉絲；根據客戶消費習慣及瀏覽興趣的不同，可以自定義標簽，如：白領用戶、價格敏感者、寶媽寶爸、單身貴族等。標簽管理是進行精準內容和活動推送的基礎，當客戶看到的都是自己感興趣的內容時，文章的瀏覽量以及活動得參與度都會大大提升。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">03</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">詳細的營銷推廣計劃很關鍵</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">有了好的工具，經銷商市場部門，還需要結合自身的情況，制定完善的營銷推廣計劃，這是一項非常重要的工作，直接決定了能否帶來好的效果。在綜合分析本店的客戶類型、車型級別及用戶用車場景等基本要素之后，根據計劃周期分為年度計劃、季度計劃、月度計劃和周計劃。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這里我介紹一種計劃的思路：根據全年銷售的重點新車以及幾個比較大的促銷節點，再加上重要的節慶以及季度性的車主互動，可以畫出一個全年的推廣活動MAP圖，并將這個作為季度計劃、月底計劃以及周計劃的重要依據。這里我們以某家4S店來舉例：</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/409d8b4dbf5fcd039f22833d07b23c9a-sz_41430.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="text-align: center; white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="color: rgb(160, 160, 160); font-size: 14px; box-sizing: border-box;">注：表中內容為虛擬數據</span></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">從上面的全年MAP圖，我們基本可以看出全年營銷推廣活動的大致節奏，每個季度每個月再根據實際情況做計劃調整和細化工作。這樣，整體的推廣計劃就非常清晰了。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">04</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">數據統計與分析是營銷推廣效果持續優化的保障</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">做了活動后，及時復盤很關鍵，要不斷進行推廣效果的總結分析與優化。車商悅后臺提供的豐富的數據統計功能，通過對粉絲總數、車主認證數、互動數等客戶數據分析，直觀反映推廣質量高低，方便做內容的調整和優化。CRM后臺還提供了每種營銷工具的效果統計分析，如我們前文提到的大轉盤、老帶新、集客報名等，每一次活動有多少人參與，粉絲增加了多少，收獲了多少用戶線索，一切都以數據說話。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/3ad0c943c6721398f3c9293d0d998dad-sz_229534.png"/></section></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/4cf6cdfc6a246d407a607553d3410a66-sz_81161.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="margin-top: 0px; margin-bottom: 0px; white-space: normal; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="margin: 20px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; background-color: rgb(226, 240, 251); box-sizing: border-box;"><section style="text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: middle; width: 22%; box-sizing: border-box;"><section style="margin: -10px 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="padding: 4px; display: inline-block; border-radius: 100%; background-color: rgb(200, 182, 216); box-sizing: border-box;"><section class="horizontal-tb" style="border-radius: 100%; border-color: white; width: 1.6em; height: 1.6em; border-style: dotted; border-width: 2px; font-size: 23px; line-height: 1.5em; color: rgb(255, 255, 255); box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">05</p></section></section></section></section><section style="display: inline-block; vertical-align: middle; width: 78%; padding-right: 5px; box-sizing: border-box;"><section style="text-align: left; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section class="horizontal-tb" style="text-align: justify; color: rgb(62, 62, 62); letter-spacing: 0px; line-height: 1.8; box-sizing: border-box;"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><strong style="box-sizing: border-box;">營銷是一個需要長期堅持的工作</strong></p></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">要運營好一個公眾號絕非一兩天的事情，需要長期持續的投入，以及各部門之間的緊密配合。一個集團或者門店的公眾號從無到有，從小到大，是一個漸進的過程，我把它大致分為三個階段：<br style="box-sizing: border-box;"/></p></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="text-align: center; margin-top: 10px; margin-bottom: 10px; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-shadow: rgb(0, 0, 0) 0px 0px 0px; box-sizing: border-box;"><img class="raw-image" style="vertical-align: middle; box-sizing: border-box;" src="https://img.xiumi.us/xmi/ua/25Cws/i/cf3f8f98b7899e8b1b97ed24d52dba2b-sz_402426.png"/></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p></section><section style="position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; width: 100%; vertical-align: top; box-sizing: border-box;"><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">01  蓄水期 </strong></span></p></section></section></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">這一階段，還沒有太多粉絲，需要在銷售以及售后同事的幫助下，通過引導客戶使用線上自助服務功能來增加車主認證數量。比如在新車銷售后，由顧問引導客戶進行車主認證，教他們如何自助預約保養維修，有任何問題也可以線上尋求一對一的專屬顧問支持。在完成售后服務后，也同樣可以引導客戶進行公眾號關注和認證，直接線上支付結算，節省去收銀臺買單時間。還可以采用一些釋放權益的推廣活動，比如線上完成服務評價，可以獲贈一次免費洗車等。總之，在蓄水期，要大力推廣線上自助服務功能，讓新老車主都關注公眾號，為后續的營銷推廣活動提供用戶基礎。<br style="box-sizing: border-box;"/></p></section><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">02  高速增長期 </strong></span></p></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">隨著粉絲量的提升，我們會逐步來到第二個階段：高速增長期。這個時候，車主數量累積到一定規模，市場部門就可以通過社交裂變活動和工具，把重心從存量客戶轉向潛在增量客戶，也是這個時候，營銷開始反哺銷售，為銷售部門提供更多意向客戶線索。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">例如山東遠通集團，在今年十一車展時，提前設置老客戶（認證車主）專屬推薦鏈接，當客戶轉發給他的朋友購車后，他也會享受相應的返利禮，實現老帶新的裂變。這樣的機制不僅提高了老車主的認證率，也充分調動的老車主推薦的積極性。截止目前，整個遠通集團的認證車主數量已經超過40萬，成為集團的重要客戶資產，也拉動了衍生業務的快速發展。<br style="box-sizing: border-box;"/></p></section><section style="text-align: left; margin-top: 10px; margin-right: 0%; margin-left: 0%; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; min-width: 10%; max-width: 100%; vertical-align: top; border-bottom: 1px dashed rgb(182, 182, 182); border-bottom-right-radius: 0px; padding-top: 10px; padding-bottom: 5px; box-sizing: border-box;"><section style="margin-right: 0%; margin-left: 0%; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; vertical-align: top; box-sizing: border-box;"><section style="width: 0.5em; height: 0.5em; display: inline-block; vertical-align: middle; border-radius: 100%; background-color: rgb(95, 156, 239); box-sizing: border-box;"></section><section class="horizontal-tb" style="display: inline-block; vertical-align: middle; color: rgb(255, 255, 255); padding-right: 10px; padding-left: 10px; box-sizing: border-box;"><p style="margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><span style="background-color: rgb(95, 156, 239); box-sizing: border-box;"><strong style="box-sizing: border-box;">03  維持期 </strong></span></p></section></section></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">最后，當用戶量達到較大規模后，增速逐步趨緩，這時我們營銷團隊就要要把重心放在精品內容的打造，以及線上線下活動融合上。比如推出詳實有趣的用車知識講解、高質量的汽車用品評測推薦等；也可以組織如車友會、自駕游，走進透明車間等活動，打造集團和單店的品牌效應，加強用戶信任與粘性，持續保證整個公眾號運營的良性發展。<br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p></section><section style="margin-top: 10px; margin-bottom: 10px; text-align: center; position: static; box-sizing: border-box;" powered-by="xiumi.us"><section style="display: inline-block; box-sizing: border-box;"><section style="box-sizing: border-box;"><span style="margin-right: 3px; width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span><span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span></section><section style="clear: both; box-sizing: border-box;"></section><section style="margin-top: 3px; box-sizing: border-box;"><span style="margin-right: 3px; width: 0.375em; height: 0.375em; border-radius: 50%; border: 1px solid rgb(95, 156, 239); float: left; box-sizing: border-box;"> </span><span style="width: 0.375em; height: 0.375em; border-radius: 50%; float: left; background-color: rgb(95, 156, 239); box-sizing: border-box;"> </span> </section><section style="clear: both; box-sizing: border-box;"></section></section></section><section class="horizontal-tb" style="box-sizing: border-box;" powered-by="xiumi.us"><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">沒有一番寒徹骨，哪有梅花撲鼻香，對于營銷方法及技巧的探索無窮無盡，私域流量的建設也需要足夠的時間累積，只有根據自身情況不斷摸索，善于運用數據分析，才能找到最合適的推廣方式。但不管采用何種方法，最重要的核心是不變的，那就是<strong style="box-sizing: border-box;">從客戶的角度出發，提供他最需要、最關心的內容，輔助以定期的客戶回饋作為維系，這樣的運營才能長久持續</strong>。雖然有難度、有挑戰，但卻有價值、有必要。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br style="box-sizing: border-box;"/></p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;">未來汽車經銷商的競爭，不在于規模、地域或者品牌，而是看誰更能“以客戶為中心”，提供更高品質的服務體驗，看誰更能吸引和激活自己的客戶資源，建立最寬廣的“護城河”。在車市寒冬的季節里，祝愿所有為中國汽車行業共同奮斗的經銷商們，我們一起共度時艱，持續綻放。</p><p style="white-space: normal; margin-top: 0px; margin-bottom: 0px; box-sizing: border-box;"><br/></p></section></section>

上一篇：從集團內控到營銷轉型，信達國貿的數字化探索之路下一篇：賦能新零售，EV-World的數字化建設之路